Hankook Ceramic celebrates its 82nd anniversary this year. It is the oldest existing ceramics company in Korea, isn't it?

Hankook Ceramic is Korea's representative classic ceramic brand established in 1943. For 82 years, Hankook Ceramic has been the only company to maintain domestic production for the entire process, from raw material processing to the mass production of transfer paper and printing paper used to create various designs. The company was the first to introduce the material known as 'Bone China' to Korea and produces high-quality Fine Bone China. Currently, it exports to various countries, including the Blue House, the British Royal Family, the White House, and the Dubai Royal Family, while also being recognized for its unique quality by being featured in luxury department stores overseas.

You must be proud to be a part of Hankook Ceramic. As the fourth generation to carry on the family business, what are your current key responsibilities, Team Leader Kim Young-seop?

It has been two years since I joined Hankook Ceramic in 2023 as the Team Leader of the Strategic Planning Team. Prior to that, I majored in economics and built my career at a foreign consumer goods company and an e-commerce firm after graduation. Since joining Hankook Ceramic, I have primarily been responsible for domestic sales and marketing, but I am also working on various projects across departments to contribute to the company's growth and improvement. A significant recent project I participated in was the rebranding of Hankook Ceramic, which I had been preparing for over a year. The goal was to maintain the 82-year heritage while redefining the brand's mission, vision, and core values to add a fresh new flair. I formed a rebranding team consisting of employees who have worked at the Cheongju headquarters for a long time and best understand Hankook Ceramic's philosophy, as well as new recruits who could bring a fresh perspective. We then redefined the brand's identity, concept, and ideal talent profile by referencing consumer surveys.

I am curious about the story of Korean ceramics that started in Cheongju .

Hankook Ceramic started in 1943 in Cheongju as a small factory for rough pottery called 'Chungbuk Jedosa.' It is said that during the 1950s and 1960s, when the company faced financial difficulties, the founder, my great-grandfather, called my grandfather—the current chairman—into the company just as he had graduated from college. After contemplating and experimenting with ways to revive the company, the name Hankook Ceramic became known with the launch of the Imperial Rose Home Set in 1968. It was a high-end home set made using British transfer paper, which was more than three times more expensive than other transfer papers at the time; it became a hit product, serving as the dream pottery for housewives of that era. This success enabled the company to pay off all of its debts.

So, starting from the 1970s, Korean ceramics must have entered a renaissance, right?

One of Hankook Ceramic's key products is bone china tableware. In the 1970s, the Blue House commissioned prominent ceramic companies to inquire about the feasibility of bone china production. Coincidentally, the Chairman, who had already experienced bone china in Australia, was exploring the possibility of developing it at the time. Subsequently, he traveled back and forth to the UK to develop bone china, which enabled Hankook Ceramic to introduce bone china to Korea for the first time. Hankook Ceramic has been supplying products used by the Blue House from that time until the present. In the 1990s, the current CEO, the Chairman's father, joined the company, marking the beginning of Hankook Ceramic's full-scale expansion into the global market. The company supplied tableware at the request of the Vatican in 1990 and received the Gold Tower Order of Industrial Service Merit in 2000, recognizing its contributions in elevating Korea's ceramic industry to a world-class level.

This is a new path pioneered by Korean ceramics. As the doors to overseas expansion opened in earnest, what achievements were made?

With the launch of Prauna in 2003, we began to gain international recognition as a brand of high-end tableware. Subsequently, in 2009, we collaborated with Alessandro Mendini, one of the world's top three designers, and in 2010, we were selected as a supplier of tableware for the British Royal Family, the home of bone china, and supplied them to the Royal Family. In 2012, we produced tableware commemorating the 60th anniversary of Queen Elizabeth II's accession to the throne. In 2018, we won the 'Award of Excellence,' the top prize in the Fine Dinnerware category, at Ambiente Frankfurt 2018 in Germany, the world's largest consumer goods trade fair.

I am also curious about the details and impact of Hankook Ceramic's recent rebranding.

I received a lot of help with design direction and aesthetics from my older sister, who is in charge of creative direction at Hankook Ceramic. For the Hankook Ceramic rebranding, we renewed the BI and packaging under the theme 'Reborn Classic' and showcased new products at the 2025 Seoul Living Design Fair earlier this year. Since then, the number of B2B consultations and collaboration proposals has increased significantly, and in an employee satisfaction survey, over 90% of respondents stated that they "feel a sense of pride and motivation regarding the brand and wish to participate again next year." I believe these figures are meaningful results that demonstrate the beginning of internal change, going beyond just the rebranding.

Given that it is a company with a long history, I imagine Hankook Ceramic's infrastructure is impressive. You can easily find stores selling Hankook Ceramic not only in Cheongju but also in Seoul. What would you say is the scale of Hankook Ceramic?

A factory outlet is located on the grounds of the Cheongju factory, which serves as both the headquarters and the brand's identity. In a space spanning approximately 300 pyeong (990 square meters), you can find everything from off-season products to new releases and overseas brands officially imported by Hankook Ceramic. Notably, this is the only place where you can purchase Hankook Ceramic's "B-grade" products; given the brand's high quality standards, even these B-grade items are of quite good quality and are therefore very popular. Additionally, the Hankook Ceramic Seoul headquarters, situated along Cheonggyecheon Stream, has stood in the same spot for over 20 years, becoming a landmark in the area. Furthermore, there are around 30 other stores distributed nationwide.

What do you mean by saying that the Cheongju factory is the identity of Korean ceramics?

Hankook Ceramic's Cheongju factory is the only one in Korea that handles every process in-house, from raw material processing to decals. This is a source of pride for Hankook Ceramic. Furthermore, to introduce our manufacturing infrastructure, we have two bone china factories, a decal factory, a molding department that designs shapes and produces plaster molds, and a comprehensive research laboratory that tests Hankook Ceramic products to high quality standards. Currently, we typically produce 2.4 million pieces per year.

You are actively collaborating with various brands and artists. Could you introduce a particularly impressive collaboration?

The 'Sibjangsaeng' collection project with the art directing crew IAB STUDIO stands out in my memory. Since the second half of the year before last, we have been collaborating with various brands and artists to raise our brand awareness. I believe this project was unique in that it playfully blended the identities of each company by reinterpreting *Sibjangsaeng*—a bestseller in Korean ceramics from the 1980s—through IAB STUDIO's distinctive perspective. The products were beautifully finished, with IAB STUDIO's unique style well reflected in them. It was evaluated positively internally as a collaboration, and the consumer response after launch was also favorable.

Just like the collaboration with IAB Studio, Hankook Ceramic is striving to encompass a wide range of consumers by consistently developing collaboration projects. What tasks do you plan to undertake in the future?

I believe the key tasks for Hankook Ceramic are to better communicate its heritage and philosophy and to continuously showcase innovation. In our own consumer survey targeting women in their 30s and 40s, the primary consumers of tableware, Hankook Ceramic ranked first among domestic brands with a brand awareness of 92%. While brand awareness is high, I feel that the perception of the brand's uniqueness and philosophy is still lacking. Therefore, rebranding and collaborations are important tasks that must be pursued with significant emphasis to more widely promote the essence of the brand. Hankook Ceramic plans to continue its efforts to approach customers with a fresh sensibility based on its long heritage, so we would appreciate your continued support.

Maker's Pick

Hankook Ceramic's Tableware Lineup 3

Imperial Rose Home Set

A home set released in 1968 that first made the name of Hankook Ceramic known. It was a high-end home set made by importing British transfer paper, which was more than three times more expensive than other transfer papers at the time, and it established itself as the dream ceramic for housewives of that era.

Bone china tableware

It is a material developed in 18th-century England that contains bone ash and is considered the most luxurious tableware. It was first introduced in Korea by Hankook Ceramic and has been supplied to the Blue House from the 1970s to the present.

Frauna

Launched in 2003, this high-end brand is characterized by premium raw materials and opulent, luxurious designs. Going beyond simple tableware to function as art objects, it has led Korean ceramics into the global market. It was also selected as the tableware for the White House state banquet in 2023.